Adidas, Fitness First in 5-year tie-up

Kuwait, March 22, 2012

Adidas and Fitness First Middle East, a franchise of the leading health and fitness club chain, have announced a five-year partnership, making adidas the official outfitter for the fitness chain until 2016.

The comprehensive agreement between the global leading sports brand adidas and Fitness First Middle East, a member of the Landmark Group, commences with immediate effect and extends to over 28 clubs in the UAE, Bahrain, Qatar, Saudi Arabia and Jordan.

As the official outfitter to Fitness First Middle East, adidas will supply innovative performance sportswear to personal trainers, GX Instructors and club staff.

“We are proud to announce a continuation of our partnership with Fitness First Middle East, an organisation that shares our commitment to help people across the Middle East push themselves to new limits and achieve their fitness objectives. Fitness First is a leading brand recognised globally for its world-class facilities, services and innovative concepts that make it an ideal partner,” said Jad Chouman, head of Marketing, Emerging Markets, adidas.

Mark Botha, sales and marketing director, Fitness First Middle East said: “We welcome the long-term support of adidas, a global leader in sport products and a company with a proud heritage in helping athletes reach their full potential with performance technologies.”

“This agreement symbolises the mutual respect and future ambition of adidas and Fitness First Middle East. Our collaboration will offer the very best training experience for fitness enthusiasts across the Middle East.”

The announcement coincides with adidas’ launch of training-specific products that have been developed and tested in collaboration with world-class athletes to provide comfort, functionality and style in performance.

This season, both the women’s and men’s training collections focus on boxing-inspired training apparel and footwear. The collections are also supported by the adizero range of lightweight footwear, which includes breathable sprint-web technology that moves as part of the athlete’s body in motion.

Chouman added: “Our association with the largest fitness chain in the region at a time of rapid growth will allow us to further strengthen and extend our market leadership in training. adidas is continuing to set new standards in innovative and ground-breaking performance products.”

“It is, therefore, fitting that the professionals from Fitness First will be able to train while wearing the latest range of performance-enhancing adidas products.”

As part of an expansion plan, Fitness First Middle East aims to increase its network of branches to 34 clubs across the region by July. – TradeArabia News Service